Yan Lin

Guangdong University of Foreign Studies

Abstract：

Against the backdrop of artificial intelligence technology continuously empowering marketing practices, emotional marketing is accelerating towards intelligence and precision. To gain a deeper understanding of the mechanisms of AI-driven emotional marketing, this paper proposes a ‘stimulus-feedback-optimisation’ closed-loop model based on the SOR (stimulus-organism-response) theory framework, systematically revealing how AI emotional stimuli act on users' psychological mechanisms and trigger behavioural responses. The study employs a combination of literature review and case analysis methods. The study finds that AI demonstrates significant effectiveness in enhancing emotional recognition, emotional resonance, and brand loyalty, but also faces challenges such as insufficient accuracy, privacy breaches, and ethical misuse. Theoretically, this paper expands the applicability of the SOR model in emotional intelligent marketing scenarios, and practically provides a reference path for brands to construct user-psychology-oriented marketing strategies.

Key Words：

emotional marketing; artificial intelligence; AI emotional analysis; emotional resonance; SOR theory